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A case study of the division between editorial and commercial content

Konferensbidrag (offentliggjort, men ej förlagsutgivet)
Författare Eva-Maria Svensson
Publicerad i Communicative democracy. Protecting, promoting and developing free speech in the digital era. Conference, School of Business, Economics and Law, Gothenburg 6-7 October 2015.
Publiceringsår 2015
Publicerad vid Juridiska institutionen
Språk en
Ämnesord freedom of expression, legislation, self-regulation, division between editorial and advertising,
Ämneskategorier Juridik

Sammanfattning

The distinction between commercial and non-commercial speech is challenged. The lines between editorial content and commercial content are blurred in media by phenomena like advertorials, content marketing and native advertising etc. Three phases have been identified in the transformation towards giving commercial speech more legal protection (Heide-Jørgensen 2008/2013). Sweden is one of the countries that still make a distinction in law and self-regulation. Both regulatory systems are built upon the belief that the division is perceived as important in order to uphold the legitimacy for journalism and advertising. This paper is based on a case study of the cases on the lack of identification of commercial messages from the Market Court as well as from the self-regulatory body Swedish Advertising Ombudsman. The purpose is to identify and analyse the gap between the regulation and the practical problem of blurred content.

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